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http://dx.doi.org/10.9728/dcs.2012.13.3.301

A Study on the influencing factors for Satisfaction of Mobile Coupon Service  

Lee, Sang-Ho (경성대학교 디지털콘텐츠학부 디지털미디어전공)
Publication Information
Journal of Digital Contents Society / v.13, no.3, 2012 , pp. 301-307 More about this Journal
Abstract
This study deals with the influencing factors for satisfaction of mobile coupon service. Thus researcher examined a structural equation modeling methodology of the path within word of mouth, satisfaction, and other exogenous variables (economic value, trust, joyfulness, innovativeness). As a result of this study, mobile coupon users understand the characteristics of basic coupon concept, and First, it was confirmed that the economic value, innovativeness affected user's trust for coupon service and joyfulness for using coupon. Second, it was confirmed that trust and joyfulness affected user's satisfaction and word of mouth activities. Moreover, this paper's contribution point is the proposes of the one of the post adoption model with the quantitative study of the industrial development stages of current various mobile coupon application.
Keywords
mobile coupon; satisfaction; WOM; trust; post adoption model;
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Times Cited By KSCI : 2  (Citation Analysis)
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